Egg cracks customer feedback costs

Online bank Egg expects to save 25 per cent of call centre operating costs with a new customer feedback management system from market research agency Confirmit.

The system was first implemented in Egg’s newest call centre in Dudley, and rollout has just been completed in the firm’s Derby office.

‘By measuring customer feedback we were able to hone our service and cut call centre operating costs at Dudley by 25 per cent,’ said Mark Pearson, Egg’s head of consumer insight.

‘There was resistance against implementing the system at our existing centre in Derby, but when the results from Dudley came through they were proactively asking for it.’

In three months after rollout in Dudley, sales increased by up to 125 per cent and staff absenteeism reduced by 40 per cent.

‘Staff are much happier because the customer feedback enabled us to provide them with more focused personal development,’ said Pearson.

‘Most call centre systems do not create the kind of dialogue we have with this system, they are just databases with the occasional trigger sending the customer an alert.

‘This system creates a personalised survey with a record of the staff member who dealt with the query.’

The surveys include interviews with customers at key moments, such as after application for an Egg product or one month after opening an account.

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Further reading:

Call centres urged to come home